At the 10 year anniversary of Stockholm Media Week I have been invited to speak about how communication and media thinking fits with today’s and tomorrow’s consumer culture. How come surprisingly many multinational companies, media agencies, communication and advertising bureaus cling on to old communication models (e.g. AIDA(S)) when the cultural landscape of communication so evidently has changed radically the few last years? How come it is so hard to let go of these darlings and how should we think instead?